Which of the following best defines marketing return on investment (marketing ROI)?
Explanation
Marketing ROI is a key performance metric that assesses the profitability of marketing activities. It measures the efficiency of marketing spending by comparing the net profit generated by a marketing investment to the cost of that investment.
Other questions
What is the primary focus of strategic planning for a company?
A company's mission statement should be market-oriented. Which of the following is an example of a market-oriented mission statement for Chipotle as presented in the chapter?
According to the Boston Consulting Group (BCG) growth-share matrix, what defines a 'Star'?
What is the primary objective of market penetration as a growth strategy?
Which term describes the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products?
What is the first step in the strategic planning process at the corporate level?
In the case of Red Bull's marketing, what percentage of its revenue is spent on marketing and promotion, as contrasted with Coca-Cola's 9 percent?
Under Armour's strategy of offering modified or new products, such as athletic shoes, to its current markets is an example of which growth strategy?
What is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate marketing strategies or mixes?
The 'four Ps' of the marketing mix are product, price, place, and promotion. Which alternative model, representing the buyer's viewpoint, is also discussed in the chapter?
A SWOT analysis is a comprehensive evaluation of a company's situation. What do the 'O' and 'T' in SWOT represent?
What is the term for the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives?
What is the most common form of marketing organization, under which different marketing activities are headed by a functional specialist like a sales manager or advertising manager?
What type of business unit, according to the BCG matrix, has low growth and low market share?
A network composed of the company, suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value is known as a:
What growth strategy involves a company starting up or acquiring businesses outside of its current products and markets, as Under Armour did by acquiring fitness app companies?
In the context of the marketing mix, what does 'positioning' refer to?
The role of the Chief Marketing Officer (CMO) has evolved to be the champion of the customer's cause. As an example of this shift, British Airways renamed its top marketing position to what?
In the 'Marketing by the Numbers' section, income statement data for Apple and Microsoft is provided for 2014. Based on this data, what were Apple's reported sales in thousands of dollars?
What is the primary guiding philosophy of marketing that suggests a company's strategy should revolve around creating customer value and building profitable relationships?
In the BCG matrix, which strategy involves reducing the investment in an SBU to milk its short-term cash flow, regardless of the long-term effect?
CVS Health's broad mission is to be a 'pharmacy innovation company' that is 'helping people on their path to better health.' How many CVS MinuteClinic locations were mentioned as part of their strategy to fulfill this mission?
What is the primary reason that a company like Rolex can successfully pursue a premium pricing policy, setting its prices with little regard to the competition?
When Under Armour stepped up its marketing to women consumers with its 'I Will What I Want' campaign, which growth strategy was it employing?
According to the analysis of GE's business portfolio, what percentage of its annual revenues currently comes from consumer products?
What is the primary critique of the four Ps model of the marketing mix discussed in the chapter?
In the context of marketing implementation, the text suggests that many managers believe 'doing things right' is as important as 'doing the right things.' What do these two phrases represent, respectively?
The marketing management function that involves measuring and evaluating results and taking corrective action to ensure objectives are attained is called:
When a company faces a low-share business unit in a high-growth market, this SBU is classified as a:
Which of the following is an example of a product-oriented mission statement for NASA?
When a company aims to make more sales to current customers without changing its original products, it is pursuing which growth strategy?
What is the marketing logic by which a company hopes to create customer value and achieve profitable customer relationships?
The 'divest' strategy in the BCG matrix involves:
In the case of Under Armour's international sales, they grew by 70 percent last year but still accounted for what percentage of total sales?
Effective positioning begins with what action by the company?
What is the primary reason for a company to engage in downsizing by pruning weak brands or businesses?
The chapter discusses four types of SBUs in the BCG matrix. Which type is characterized by low-growth and high-share, and often produces cash to support other SBUs?
What is the primary reason given for the recent decentralization of strategic planning in many companies?
What are the four components of a customer value-driven marketing strategy, which answer the questions 'Which customers will we serve?' and 'How will we serve them?'
According to the chapter, what is the core of what Rolex sells to its customers?
To compete with rivals like Tag Heuer in the accessible luxury market, what brand did Rolex launch that was priced significantly lower than its classic wristwatches?
In the Red Bull case study, the Red Bull Stratos project, featuring Felix Baumgartner's dive from space, was a highly successful marketing event. How many people were mentioned to have watched the event live on TV and digital channels?
What is the primary characteristic of the business portfolio that a company aims to create?
When a company finds that it has brands that are unprofitable or no longer fit its overall strategy, it must carefully prune, harvest, or divest them. This process is known as:
What is the name of the portfolio-planning tool that evaluates a company's SBUs in terms of market growth rate and relative market share?
A group of consumers who respond in a similar way to a given set of marketing efforts is known as a:
According to the 'Marketing by the Numbers' section, what was Microsoft's Gross Profit in 2014, in thousands of dollars?
What is the primary benefit of a well-defined, market-oriented mission statement?
Which of the four Ps in the marketing mix corresponds to the 'Accessibility' component of the four As model?